New activation agency in Johannesburg

Aiming to offer a deep, strategic understanding of brand leadership, the newly launched activation agency, Hello Charlie, will place a strong emphasis on consumer empowerment. Launched by Pam Marsh, who has almost 30 years of experience in production, she takes a practical approach to the activation sphere, having found that these qualities complement the proactive ideas that the agency offers clients.

While most activation agencies draw on eventing professionals, her considerable advertising expertise will bring a unique perspective to the arena. "Our focus will be empowering the consumer to a higher state of being, purpose and value," she explains.

Having recently returned from her fourth trip to the Cannes Lions Festival, she noticed that there is a distinct evolution taking place within advertising. "Social media networks are now playing a vital role in developing consumer engagement. It has become very clear that we need to change the way we think and do things in advertising."

For advertisers, creating a meaningful consumer experience has become a formidable challenge in recent years. As a result, powerful brand activation and proactive consumer involvement are now critical to establishing brand leadership.

"As advertisers, we need to transform our business model to meet the demands of a more critical consumer," concludes Marsh.